A literary tale by N.P. Vagner “Pimperle” became the research material for this article. It is part of the collection “Purring Cat Stories” (1872). The methods of plot writing and organizing the system of images in a fairy tale are analyzed. The traditions of the genre of exemplum for children are combined with the elements of the Christmas puppet mystery-play with its deep unity of the worldly and religious. The results of the research showed there is profound philosophical meaning behind Vagner’s fairy tale that goes beyond the outer framework of the exemplum’s narrative (the form of “conversation” of the adult mentor with the child). The author points to the main ontological feature of the world – its fundamental ambivalence. The integrity of the world is expressed by Pimperle’s laughter in the fairy tale referring to both poles of the life process: Life and death.

The article is devoted to the study of entertainment techniques in fashion discourse actualized in the space of the television programs “Fashionable Sentence” and “What not to Wear.” The main attention is paid to gaming techniques realized through the scenario production of the TV show and acting of the participants. The author comes to the conclusion that presenting information about fashion in the entertaining-game format allows mediators to spread the ideology of the possibility of change with the help of a new wardrobe not only in terms of appearance but also in terms of human destiny with the maximum impact on the addressee.

The author in the article considers the phenomenon of the use of atypical lexical units written in the alphabet in the modern Chinese language, as well as various mixed alphabetic-hieroglyphic formations, of the field of information technology and the Internet. The influence of the principle of the linguistic economy on the distribution of abbreviations and hybrids is emphasized. The examples of abbreviations based on pinyin, homophonic and other combined words used in a communication network are given.

Cultural heritage is a holistic phenomenon comprised of internal interrelations and external interactions in various spheres of the human social life (fiction, professional art, education, everyday and festive culture, etc.). Heritage is often opposed to innovation in literature and art, in this connection, the most significant task of this paper is to study its role and place in the contemporary artistic process. The establishment of the literature of the North Caucasus people is inseparable from the oral tradition and poetry writing of the region. The study of the contemporary artistic prose of the area in the context of the epic and historical heritage influence is of great interest. The article shows that the use of folklore subjects, mythological characters, folk poetics, as well as other components of cultural heritage (material and natural monuments, customs, rituals, etc.) in the national literature increases ethnic and artistic imagery and emotional expressiveness.

This article is devoted to the identification and analysis of standard temporal expressions describing time cycles in the texts of the Khakass and Tuvinian legends. In the course of the work, expressions describing morning, evening and night were revealed. When analyzing the material, the author’s main attention was paid to the semantics and structure of the revealed expressions. The main result of this article is the definition of means for expressing daily cycle of time in the texts of the Khakass and Tuvinian heroic legends and their comparative analysis.

The article presents the ways to increase the expressiveness of Chinese phraseological units of Chengyu. Chengyu is a special class of Chinese phraseological units, built according to the norms of the ancient Chinese language and reflecting the distinctive culture of China. The article analyzes the structural and semantic features of two varieties of Chengyu: a parallel and non-parallel construction. In the course of the study, it was established that the lexical and grammatical means of increasing the expressiveness of the chengyu of both varieties do not coincide because of the different grammatical structure and lexical composition of chengyu.

The author considers a special kind of discourse, scientific, as it contains a certain set of special features such as informative, logical and accurate presentation of information, as well as due to the linguistic instrumentarium inherent in it, the content of which varies depending on the type of scientific discourse, be it written, or oral variety of this style, as well as on the type of the natural language itself. The article describes some phonetic, lexical, morphological and syntactic features of the scientific discourse. The results of the research are used in the courses of General Linguistics, Stylistics, special courses on Discourse Theory and Business Communication, as well as in the practice of teaching foreign languages and creating manuals for practicing engineers.

The ideological and thematic content of modern Bashkir poetry reflects the interconnection of complex human destinies along with the display of the clash of false and true notions of morality, honor, and uneasy relationships between the older and younger generations. Constant decrease of morality which manifests itself in the behavior of modern people has strengthened the attention to moral integrity of an individual in poetry. Poetry consists of a gamma of sounds, a palette of colors, tones and halftones, various transitions, shades of feelings and experiences which successfully reflects the dialectics of the human soul corresponding to the subtle and profound nature of contemporary conflicts.

The author of the paper consider psychological stress as a phenomenon from the point of view of the statistics of the oral text generated in the stress state, and also from the point of view of statistical data on the change of consciousness felt by a person himself/herself. The application of statistical methods is consistent with the synergistic concept, popular in the last decade, according to which both the language, the text, and the speech generation system are complex synergetic systems for which statistical methods of research based on the experimental data seem to be the only possible ones. Overcoming human stress in the context of synergistic teaching can be considered as a property of self-organization of such a system aimed at overcoming chaos.

This article shows the lexicon of the animal world and color names in the description of the colors of animals in the Even language. The language of Even is rich in words and terms related to deer and hunting for wild animals. The Even language includes anatomical names of animals, mainly domesticated and wild deer. This is the most ancient layer of the folk lexicon.

This is due to the peculiarity of the climate and the traditional way of life of the Even people. The lexicon of each language reflects its specific linguistic picture of the world, depending on the geographical location, the lifestyle of a particular people.

The article most fully and methodically considers all information concerning the measurement of TV-channels ratings. The history of telemetry is briefly described in the paper. There are four ways to distribute TV content. Four possible methods of gathering information from the public about television watching are described as well, problems and shortcomings of each are indicated. Also, the author suggests original ways of measuring ratings for broadcasting segments with the use of mobile phones. Separately, the high reliability of TV ratings with targeted broadcasting on the Internet was noted. Possible prospects for measuring ratings are described.

The article deals with the grounds for distinguishing levels of linguodidactics and methodology as a methodology and practice of teaching, on the subject, the tasks of linguodidactics as a science and on ways to create linguodidactic models of the Russian language as foreign for the national contingent of the pupil on the basis of a functional-communicative linguodidactic (pedagogical) language model. The thesis about the need to create nationally oriented methodological materials based on the student’s language with a view to optimizing the teaching of non-European speakers is grounded. It is suggested that, given the typological distance between the Russian as a foreign language being studied and the native language of the Chinese student, it is necessary to build training based on linguodidactic descriptions of the Russian language system created in a comparative aspect, that is, “in the mirror” of the learner’s language.

At the present time news concerning political events and politicians are really ubiquitous. In order to make political mass media discourse more bright and impressive, politicians and journalists use different expressive and figurative linguistic units, with phraseological units being among them. Translators for their part face the problems of transferring them appropriately so that to preserve the pragmatic potential of original mass media texts and to influence the target audience.

The Research article presents the analysis of the features of the hashtag operation in Instagram-blogs. The possibility of expressing hashtags with grammatical means of different levels is noted. The versions of hashtags are shown, as well as the forms of their implementation in posts of the Instagram-blog. Features of the hashtag-heading are considered. Trend, brand and content characterize hashtags. The hashtag is designated as a special element of hypertext, which has a certain communicative status, depending on the intentions of the author.

This Research article presents the problem of some ancient ethnotoponyms of the Mangistau region, which the author describes as a “cultural code of the nation.” The aim of the work is to analyze the study of Kazakh ethnonyms through the ancient ethnotoponyms of the named region. The main attention in the work is focused on the views of domestic and foreign scientists on the ancient ethnotoponyms of the region, the use of methods of historical and linguistic analysis, it is proposed to continue their study about the “cultural code of the nation.” The work is interdisciplinary in character, written at the junction of “history-geography-linguistics” and is important for the interpretation of ancient ethnotoponyms. The author seeks to follow the process of analyzing the historical and linguistic aspect of regional ethnotoponyms in order to form the patriotic spirit of modern youth; considerable attention is paid to the issue of “new Kazakhstani patriotism”.

New formats of modern media activities in the context of digital journalism development are explored in this work. Particular focus is on the Internet media that are used in a multi-ethnic region to fully present information, conduct interactive interaction with the audience and other participants in the communication process, providing a full-fledged representation of public and media interests. The means of social interaction of Internet media are defined, including permanent representation in the virtual environment of traditional media content and monitoring of audience activity. The structural and typological features of this format of digital journalism are revealed, including management of the Internet media; social and commercial interaction; identification by the audience and partners; a permanent address on the Internet and links via hyperlinks.

The Research article is devoted to the peculiarities of the functioning of phraseological units (PU) of the Yakut language in the story “Karies tuoluuta” by famous Yakut writer, Erilik Eristeen (Semen Stepanovich Yakovlev), was behind the formation of the Yakut language. The phraseology of the texts of Erilik Eristeen was not previously investigated. 281 FEs were selected with the continuous sampling, method. Observations show that in most cases the author of the story uses commonly used phraseological units. Particular attention is paid to the use of the writer variants and occasional phraseological units. Expression-stylistic functions of phraseological units are revealed.

The Research article deals with the principles of the systematization of words denoting fur clothing in the Kazym dialect of Khanty language. The motivational attributes of the nomination of garments, connected with the peculiarities of the life of the Khanty, their practical experience in making clothes, are established. A broad lexical-semantic group (including nominal and verbal words) is described, which is the result of selection and taxonomy of words denoting different objects of fur clothing.

The semantics of lexical units connected with the designation of the types of dwelling, tools and production skills, types of food and dishes, utensils, clothing, other elements of the people’s material culture has not been fully studied in Khanty linguistics. At this stage, mainly analyzed material found in dictionaries of the Khanty language, including the names of fur garments in the Kazym dialect of the Khanty language.

The specifics of the lexicographic fixation and presentation of polysemous onomatopoeic words in the explanatory dictionaries of the Russian language is described in the paper. It is established that the objects, sources of the sound of polysemous onomatopoeic words in utterances, which are expressed analytically by different prepositional-nominal forms of the noun. With the use of the materials of the National Corps of the Russian language, the possibility of identifying objects-sources of the sound of many-valued onomatopoeic words is proved. A model is developed for including polysemous onomatopoeic words in the classification according to the varieties of imitation objects and the nature of imitated sounds.

The archetypes of a mirror and water in the V. Ivanov’s lyrics are considered in the paper. It is proved that the author perceives their knowledge as illusory and incomplete. The ability not only to reflect but also to show one’s worldview distorts the picture of being they have given and makes their knowledge false. The sound and artistic design of texts are analyzed, which emphasizes the falsity and fragility of knowledge obtained from a mirror or water surface. The conclusion is made that the symbol of true knowledge and self-knowledge in V. Ivanov’s lyrics is the mountain.